Tag Archives: Offer Strategy

Information Kits: Packaging Offer Content for Higher Response

December 23, 2011 – 10:05 am

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. Compared to a Webinar, for example, they require little time and commitment on the part of the prospect, yet if written, titled, and positioned carefully, can serve to generate leads that [...]

By Howard Sewell | Posted in B2B Marketing, Campaign Strategy, Content marketing, Demand Generation, Offer Strategy | Also tagged , , , | Comments (0)

4 Reasons to Fulfill Offer Content via Email

May 10, 2011 – 6:39 am

Congratulations. A prospect just responded to one of your marketing emails, filled out the registration form, and wants the free white paper you offered. There are three basic ways to fulfill that offer content: 1. Direct the reader to a thank you page containing a link to the content. 2. Send the reader the content [...]

By Howard Sewell | Posted in B2B Marketing, Content marketing, Lead Management, Lead Nurturing, Offer Strategy | Also tagged , , , | Comments (0)

5 Mistakes to Avoid in Your Next Email Campaign

April 29, 2011 – 6:53 am

Can a campaign about how to improve email design be a prime example of how NOT to design an email? If it’s the campaign below, received this week from Lyris, an email marketing software company, the answer is (in the view of this blogger): yes. Let’s start with the subject line (not seen here): Optimizing [...]

By Howard Sewell | Posted in B2B Marketing, email design, email marketing, Graphic Design, lead generation | Also tagged , , , | Comments (0)

Podcast (Part 4): Offer Strategy & Pipeline Acceleration

April 22, 2011 – 10:55 am

In the final part of my podcast with Steve Farnsworth of Jolt Social Media, we discuss offer strategy for social media, lead generation, and lead nurturing, and the role of marketing automation in converting raw inquiries to qualified prospects and opportunities. In just 9 minutes, you’ll learn: • how to know when to serve up [...]

By Howard Sewell | Posted in B2B Marketing, Content marketing, Demand Generation, Lead Management, Marketing Automation, Offer Strategy, Social Media | Also tagged , , , , , | Comments (0)

Email Marketing: Tips on Open Rates, Offers & Lead Quality

March 1, 2011 – 2:55 pm

Recently I was invited to participate in a discussion with Sridhar Ramanathan, a 20-year Silicon Valley veteran and General Partner at the Aventi Group, a leading consulting firm specializing in accelerating revenue for technology companies. We discussed the changing role of email marketing, how to choose the best offer, and what companies can do to [...]

By Howard Sewell | Posted in B2B Marketing, Demand Generation, email marketing, Offer Strategy, Uncategorized | Also tagged , , , | Comments (2)